The PR Agency Handbook guides students through the day-to-day operations of a professional PR agency and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world stories from the field as well as interviews with PR experts to help students bridge the gap between college and professional life. Throughout the book, students are introduced to many of the sub-fields of strategic communication, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). Students will not only develop a fundamental understanding of the different components found within an agency, but they will also gain an appreciation for the positive impact that excellent agency work can have on organizations.

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A perfect companion text for your Public Relations Writing or Campaigns course, we’ve made it easy for your students to get Public Relations Campaigns all in one convenient package at a student-friendly price. When bundled with The PR Agency Handbook, students receive a 20% discount off the total price.

Use Bundle ISBN: 9781544338033

Available with Perusall—an eBook that makes it easier to prepare for classPerusall is an award-winning eBook platform featuring social annotation tools that allow students and instructors to collaboratively mark up and discuss their SAGE textbook. Backed by research and supported by technological innovations developed at Harvard University, this process of learning through collaborative annotation keeps your students engaged and makes teaching easier and more effective. Learn more.

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“It should prove very helpful as an assigned text for undergraduate and graduate students; this handbook is recommended primarily to academic libraries supporting a business program, especially for marketing, media, and advertising courses.

ARBA Online

Key features

KEY FEATURES:

Real-world examples from the field ensure that the practical concepts presented become concrete for readers.

Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide readers with snapshots of the agency experience.

A chapter dedicated to socialmedia (Chapter 6) offers students a comprehensive look at how companies utilize these important platforms

An introduction to the PESO and ROSTIR models shows students how to adapt their campaigns to meet the needs of today’s integrated agency environment.

A chapter dedicated to tools and templates gives students exposure to real documents they’ll need in their careers

Arising from a need for a practical, honest guide outlining the inter-workings of agency life, this text can be utilized as a reference by both students and professionals alike.